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| The Sovereign Arms was developed with the intention of creating a sophisticated and family friendly venue in the region of Joondalup to cater for a more mature crowd. The brand was inspired by the British origins of the local population but the interior design and fitout was given a contemporary edge to hopefully evoke a new style of British venue. Along with this contemporary theme is a menu aimed at delivering organic and fresh produce, prepared for lunch and dinner, 7 days a week.
In Perth, British and Irish venues are often typified by a stereotypical aged old look that the owners of The Sovereign Arms feel misrepresents what exactly pubs have become in these countries.
"As we strive to identify with our key audience, we also want to challenge them to move with change and accept something fresh and contemporary whilst still able to call it home," explained Adrian Gastevski, director of the venue.
"The location for our vision for the Sovereign was just perfect given its close proximity to the shopping centre and train station, coupled with the family atmosphere created by its surrounding tenants in the cinema complex and Timezone. Naturally this location lent itself to exactly the family oriented British style pub offereing we were hoping to achieve."
Following a six month intense planning period the venue design and size changed often as the realisation for such a need for a venue like this in the area grew. Since opening, the venue has been expanded through the addition of a Thirsty Camel liquor store.
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"So far we could not be happier, said Adrian. "The quality of food is fantastic and the response has been overwhelmingly positive. Gladly the opening weekend could not have travelled more smoothly having experienced much tougher openings in the past and the trade was much better than expected. The crowd we have attracted so far is exactly the family oriented crowd we have intended to target.
"We have a clear intention to maintain a family atmosphere focused on delivering a quality food and beverage experience to our local people. We do not intent to play large bands or intense evening entertainment the region has come to expect but rather choose to deliver a more relaxed, chilled atmosphere for families to enjoy. We are a family run business with strict rules when it comes to customer presentation and behaviour and intend to maintain this standard for the comfort of all our patrons."
Adrian further explained that, having had the experience of new venue openings in the past, it is often difficult to select at the beginning which staff members will excel and become part of our families.
"Our existing venues have teams as close to perfect as our family could wish for and I must admit that the staff selection process for the Sovereign has produced one of the best start up crew I have ever had the pleasure of working with. The best indication to our family is that they can only get better with the upcoming weeks which is a very positive prospect indeed."
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